Cart Abandonment – How to Optimize

It’s a well known fact to anyone in e-commmerce that getting people to actually checkout is a problem. The amount of people that abandon the cart can be as high as 68%. This is an amazing statistic when you think about it.

Just stop and dwell on that for a minute. You have an online store, but almost 7/10 people that put something in the cart don’t end up purchasing. This is insanely high.

There’s definitely no magic bullet to fix this, and I’m not even going to try to pretend that I have one. However, I do have tips that you can enact for easy wins to help reduce the rate on your site.

I think that the first thing to realize is why people are abandoning their cart. Obviously, you can’t help some of those. We’re going to focus on the things that you can improve on.

47% of consumers expect a web page to load in 2 seconds or less

Page speed is extremely important in e-commerce, even more than how important it is in a regular site (hint: still very important). We (WooCommerce) typically recommend that you follow a guide like this one with some tips on how to speed up your site.

44% of shoppers leave a cart due to high shipping cost
22% of carts abandoned happen due to no shipping information available

One of the easiest way to increase sales on your site is to offer free shipping (preferably with no requirements, but low requirements is also good). People are looking for free shipping (we’ve been trained by Amazon to expect it), and people will not pay high shipping charges like we would just a few years ago. Make sure that you make your shipping charges/policy very clear, and that people know it.

Here are some other “easy wins” that you can implement on your e-commerce site:

  • Tear down the “sign-in” barrie. Don’t disconnect your customer from giving you money. Customers can resent being forced to create an account.
  • If you have a multi-step checkout process, provide a progress indicator – just let people know how long the process is, and where they are in it.
  • Match the checkout with your site’s look and feel. This is more typically an issue with external services like Shopify that take your customer to their checkout page, but make sure your site doesn’t look dramatically different on checkout. 
  • Never send your customer outside the checkout process once they are there. They should never be redirected out of the checkout flow to create an account, or for any other reason. It’s hard to get them back.

WooCommerce handles a lot of these things for you, and you can modify it to fit what you are trying to do. It’s one of the easiest platforms to do this with.


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